A guide through the Nordic everyday lifestyle, feelings, hopes, fears, dreams, weaknesses and ideas, written by a passionate 34-year-old city marketer from Helsinki, Finland.

Serenity

Helsinki, 18 degrees

Serenity if not freedom from the storm, but peace amid the storm.

Recently I read an interesting article in Finland's biggest newspaper Helsingin Sanomat about how the behavior of young adults is changing in Helsinki. It stated that even Swedish interior empire Ikea has noticed a non-materialistic trend. In its "Life at Home" study, Ikea noticed that one third of Finns would like to live more minimalistic. Instead of things, people are now craving experiences.

Also, when it comes to clothes, we buy a lot of second hand pieces. Already back in 2016, according to Aamulehti, two thirds of the Finns that are daily online, buy clothes from second hand shops regularly. 5-10% start to search for clothes first from flea markets, and only then head to regular online shops. I've been selling my used clothes at flea markets already for so many years that I've lost track of them. Again this year in May, I spent one day - Cleaning Day - selling off clothes that I don't use anymore in a local park. The clothes that I wasn't able to sell off in the end of the day, I then gave away to charity - that was also present at the park with their collecting trucks. I also ended up buying one recycled dress for myself, and one little metal box for my daughter's play kitchen (that she will receive for her second birthday in a week so shh, don't tell her).

According to Jyväskylä University professor Terhi-Anna Wilska, this has to do with the fact that the young adults of today's Finland can rely on a good life and enough income. Therefore, there is not the need of physical things in the homes as there was before. Things can not buy you status, luxury brands are even considered ridiculous. You might remember that I touched this subject in my earlier blog post, when I discussed the interior & style differences between myself and my beloved passed mother. That is why I thought this article was so interesting, because it showcased that maybe it's a matter of a larger movement in Helsinki, and not only something I've noticed in myself.

In Helsinki's newly opened luxury hotel St George, the hotel concept is all about art, design and wellness. Hotel Director Roni Huttunen says that currently the search for serentiy is the biggest trend. I've only been into the hotel once, for lunch and a drink in the Winter Garden from where the second photo here underneath is from, but I'll get a tour of it later next week, so I'll be sure to show you more of it then.

What's your opinion?

I think it's really interesting that more and more people are interested in experiences rather than possessions! And it's wonderful to spend time exploring the areas around you.the-creationofbeauty.blogspot.com